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All Journal JUPARITA: Jurnal Pariwisata Tawangmangu UTAMA: Jurnal Pariwisata Prima Jurnal Manajemen Pariwisata dan Perhotelan
Yuke Hernawati
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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STRATEGI PEMASARAN KAMPUNG WISATA KACIREBONAN KOTA CIREBON Yuke Hernawati; Iva Yulia Mustafa
Jurnal Pariwisata Prima Vol. 3 No. 2 (2025): September
Publisher : P2PKM Politeknik Pariwisata Prima Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kampung Wisata Kacirebonan merupakan destinasi budaya di Kota Cirebon yang memiliki potensi besar namun belum berkembang optimal akibat lemahnya strategi pemasaran. Penelitian ini bertujuan mengidentifikasi kondisi pemasaran saat ini, menganalisis faktor internal dan eksternal, serta merumuskan strategi yang tepat. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data berupa observasi, wawancara, dokumentasi, dan kuesioner. Analisis dilakukan melalui pendekatan SWOT. Hasil menunjukkan kekuatan pada aspek budaya dan lokasi, namun masih terdapat kendala dalam promosi digital, keterlibatan masyarakat, dan pengemasan produk. Strategi yang disarankan mencakup penguatan identitas budaya, optimalisasi media digital, peningkatan SDM, serta kolaborasi dengan komunitas lokal. Temuan ini diharapkan menjadi acuan dalam pengembangan kampung wisata berbasis budaya secara berkelanjutan
Analisis Efektivitas Promosi Digital Event Kemah Budaya dalam Meningkatkan Brand Awareness Desa Wisata Cikalahang Dian Fitriyana; Yuke Hernawati
Jurnal Manajemen Pariwisata dan Perhotelan Vol. 4 No. 2 (2026): Mei: Jurnal Manajemen Pariwisata dan Perhotelan
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmpp-widyakarya.v4i2.6402

Abstract

Tourism is a vital sector in economic and social development; however, many regions face challenges in optimizing their tourism potential, especially in the digital era. Cikalahang Village in Cirebon Regency has several tourist attractions that have not been optimally marketed. Therefore, innovative strategies are needed to develop sustainable tourism by utilizing digital technology. This study aims to analyze the effectiveness of digital promotion of events in increasing the brand awareness of Cikalahang Tourism Village. The development of information technology encourages tourism destination managers to utilize digital media as an effective promotional tool, particularly in introducing tourism events to a wider audience. The Cultural Camp Event is one of the promotional strategies used to attract tourists and strengthen the image of the tourism village. The urgency of this research arises from several challenges, such as limited human resources, lack of training, and low utilization of digital media as a promotional tool for cultural events. The research method used is descriptive qualitative with data collection techniques through interviews, observations, and documentation. Informants in this study include tourism village managers and Pokdarwis (tourism awareness groups). Data analysis was carried out through data reduction, data presentation, and conclusion drawing. Nevertheless, there is significant potential for further development through social media-based marketing strategies, improving product quality, and strengthening local branding.
STRATEGI PEMASARAN HOTEL DALAM MENGOPTIMALKAN POTENSI SLEEP TOURISM SEBAGAI DAYA TARIK WISATA BARU Yuke Hernawati; Abdul Khalim
Jurnal Pariwisata Tawangmangu Vol 4 No 2 (2026): July 2026
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/juparita.v4i2.1131

Abstract

The growth of wellness tourism has contributed to the emergence of sleep tourism as a new trend within the tourism and hospitality industry. This phenomenon has developed alongside increasing public awareness of the importance of sleep quality as a fundamental component of health and well-being. Despite its growing popularity, studies examining hotel marketing strategies for developing sleep tourism remain limited, particularly in the Indonesian context. This study aims to analyze hotel marketing strategies in optimizing the potential of sleep tourism as a new tourism attraction. This research employed an exploratory qualitative approach using Thematic Analysis. Data were collected through semi-structured interviews, observations, documentation, and literature review involving two star-rated hotels in Cirebon, Indonesia, selected through purposive sampling. The findings revealed four major themes: (1) the potential of sleep tourism as a hotel product, (2) sleep tourism marketing strategies, (3) challenges in implementing sleep tourism, and (4) prospects and development opportunities. The results indicate that sleep quality can be transformed into a valuable tourism experience by providing supportive facilities, relaxing environments, and guest-oriented services. Furthermore, the development of sleep tourism requires integrating experience marketing, digital marketing, and wellness tourism principles to create product differentiation and sustainable competitive advantages for hotels. This study contributes to the growing body of literature on sleep tourism by proposing a conceptual framework for hotel marketing strategies that integrates perspectives from wellness tourism, experience marketing, and hospitality marketing in the Indonesian hospitality industry.
Co-Authors Abdul Khalim Dian Fitriyana Iva Yulia Mustafa